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Media Management

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Vol. 13, Issue 3

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Publication date: 07.2025

Description
The publication of this volume was financed by the Jagiellonian University in Kraków – Faculty of Management and Social Communication & Institute of Culture.

Cover design: Agnieszka Mitoraj

Licence: CC BY licence icon

Editorial team

Editor-in-Chief Prof. dr hab. Bogusław Nierenberg

Deputy Editor-in-Chief Dr Anna Modzelewska

Editors of Issue Anna Lusińska, Maciej Śledź

Issue content

Anna Lusińska, Maciej Śledź

Media Management, Vol. 13, Issue 3, 2025, pp. IX-X

https://doi.org/10.4467/23540214ZM.25.016.22234
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Aleksandra Godek

Media Management, Vol. 13, Issue 3, 2025, pp. 183-207

https://doi.org/10.4467/23540214ZM.25.017.22235

The aim of the discussion is to explore how user experience design (UXD) in digital games can be shaped by applying the principles of Gestalt perceptual organisation theory. Starting from a definition of UXD as the process of building complex, immersive and emotionally engaging user experiences in digital environments, the paper develops the thesis that the effectiveness of this process in games is not limited to user interface design. Although the literature extensively describes the use of Gestalt principles in the context of graphic interface design, their potential as a tool for organising perception within gameplay and the visual environment of a game remains relatively inexhaustible. This paper proposes an extended perspective of UX in computer games as the synergistic effect of three components: gameplay mechanics, narrative and visual structures. In this theoretical framework, Gestalt principles are analysed as universal rules of perceptual organisation that can influence not only the ergonomics of the interface, but also the direction of the player’s attention, interpretation of the game world and understanding of its rules. Particular attention has been paid to games without a classic UI, such as Journey or Inside, which, despite dispensing with conventional UI elements, effectively construct deep user experiences through thoughtful visual and narrative structure. The text is both a review of selected aspects of the literature on UXD and Gestalt theory and an analysis of selected examples of computer games in which principles of perceptual organisation play a key role in the construction of the player experience. The article is cognitive and theoretical and applied, offering a new interpretative framework for the design of user experience in the medium of digital games.

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Małgorzata Harbanowicz

Media Management, Vol. 13, Issue 3, 2025, pp. 209-219

https://doi.org/10.4467/23540214ZM.25.018.22236
The aim of the article is to characterize the evolution of media communication in motorsports using Formula 1 as an example, with particular emphasis on information management directed to audiences. The study reveals changes in Formula 1’s communication strategies over the years, from traditional television broadcasts to advanced digital technologies such as social media platforms and streaming services. The article employs qualitative content analysis, encompassing broadcasts, official social media channels, and information management strategies used by Liberty Media during the 2024 season. The entire analysis is embedded in a diachronic perspective, allowing for the capture of both historical and contemporary aspects of Formula 1 communication. The results reveal the role of media management in building audience engagement and adapting content to changing technologies and needs, indicating that contemporary F1 broadcasts are characterized by multi-layered information delivery.
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Hanna Jadwiga Pachurka

Media Management, Vol. 13, Issue 3, 2025, pp. 219-229

https://doi.org/10.4467/23540214ZM.25.019.22237
The aim of this article is to analyze the use of artificial intelligence as an active participant and content creator in school social media. The subject of the study includes AI-based tools (e.g., text and image generators) employed by schools in external communication. The research is grounded in a cognitive gap concerning the lack of established risk assessments and best practices for the use of AI in educational institutions. The study was conducted using case studies of selected secondary schools and content analysis of their social media profiles. The findings indicate a growing presence of AI as an institutional “narrator,” which brings both innovative potential and risks – such as misinformation, loss of authenticity, and the unintentional reinforcement of stereotypes. The article provides recommendations for the safe and responsible implementation of AI in school communication, taking into account ethical, educational, and communicative perspectives.
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Ewa Miłoszewska-Podrażka

Media Management, Vol. 13, Issue 3, 2025, pp. 231-242

https://doi.org/10.4467/23540214ZM.25.020.22238
This article explores Facebook live commerce as a complex form of communication that merges stage performance, media ritual, and algorithm-driven interaction. The study employed qualitative methods: participant observation, content analysis, and netnography. The analysis included ten live broadcasts of two brands: Kokardeczka and Polka Cosmetics. The research addresses a conceptual gap by shifting focus from marketing to communication practices embedded in platform environments. The findings reveal that hosts construct recognizable on-screen personas, engage audiences through repeated ritual structures, and consciously adapt to algorithmic visibility mechanisms. These broadcasts function as new forms of communal participation, where emotionally expressive language, including profanity, reinforces authenticity and perceived intimacy. The analysis suggests that live commerce is not merely a tool for selling but a cultural format shaped by platform-based communication logic.
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Izabela Matuszewska

Media Management, Vol. 13, Issue 3, 2025, pp. 243-256

https://doi.org/10.4467/23540214ZM.25.023.22239
The aim of this article is to explore the role of visual rebranding as a communication strategy for overcoming barriers resulting from algorithmic personalization and the phenomenon of information bubbles. The focus of the analysis is the rebranding campaign of the Jaguar brand, which utilized aesthetic transformations – including changes to the logo, color palette, typography, and visual narrative – aimed at repositioning the brand toward younger, digitally native audiences. The study employs media discourse analysis combined with qualitative analysis of audience reception data from social media platforms. The objective is to assess the potential of visual identity transformation in fostering cross-group engagement and breaking through the boundaries of traditional audience segments. The findings indicate that visual rebranding can function as a disruptive force in a polarized media landscape; however, its effectiveness depends on the coherence of the message, cultural relevance, and the ability to evoke emotional resonance. These results may serve as a foundation for further research on the role of aesthetics in cross-group communication and the development of brand strategies in diverse media environments.
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Funding information

The publication of this volume was financed by the Jagiellonian University in Kraków – Faculty of Management
and Social Communication & Institute of Culture.